Philippines DOT sticks to its 10 million target

MANILA – Doubling with three years the total number of arrivals to reach a theoretical number of ten million foreign travellers in 2016. The task is ambitious for the Philippines and its Department of Tourism. In 2013, the country came close to 4.7 million foreign visitors. Especially as the first four months of 2014 showed a rather modest progression. The DOT reports arrivals of 1.69 million international visitors, growing at 2.85% compared to the same months in 2013.
 

One of the strategies developed by the DOT is to level on the popularity of social media. The DOT will continue to improve its website centered around its catchy slogan “It’s More Fun in the Philippines” while continuing to make the campaign even more visible to sustain its growth momentum and further attract foreign visitors.
 

“The success of the tourism campaign is not only credited to the aggressive marketing efforts of the DOT and the private sector. It became a success because Filipinos embraced the campaign and we all seized the opportunity and took part of the campaign,” explained a few weeks ago DOT Assistant Secretary Benito Bengzon during the Tourism and Investment Forum held at the Marco Polo Plaza Cebu.
 

 “It’s More Fun in the Philippines”, since being launched in 2012 has been one of the most successful marketing campaigns ever launched in the country. The video accompanying the campaign hit 89 million viewers, most of them being Filipinos. “The campaign created buzz and caused major concerns among our neighbours. It pushed them to make adjustments in their promotion,” said Benito Bengzon during the Forum.
 

The campaign was already rewarded with many prizes. During his speech, the DOT Assistant Secretary indicated that more work must be done, inviting Filipinos and foreign travellers to post more photos and blogs about their experience in the country. The DOT launched also a worldwide campaign on CNN highlighting particularly destinations such as Boracay, Davao and Manila.
 

The DOT remains optimist as the Philippines continue to built up its tourism infrastructures. Some 20,000 more rooms are due to come over the next few years while airports continue to be modernize. The Philippines is also reviving or expanding bilateral air agreements with Canada, France, Macau, Myanmar, New Zealand and Singapore. The government just reached an agreement with Macau last week which will help increasing capacities by 50%. New air routes are also planned to Myanmar while Philippine Airlines looks at opening soon new flights to Canada and France.